HEMA welcomes Loe Limpens as creative and sustainability director

Typical HEMA design and sustainability go hand in hand

On 1 June, Loe Limpens (57) will take up his position as HEMA creative and sustainability director. In this role, he is responsible for the further development of the typical HEMA design that characterises the brand. In addition to design, Limpens will also be responsible for sustainability. Sustainable design is one of HEMA's important pillars. The HEMA Foundation, which encourages young designers to focus on sustainable and inclusive design, will also be part of Limpens' responsibilities.


Loe Limpens is a well-known name in the world of design and retail. He is one of the founders of Yellow Dress Retail, an agency specialised in retail design, retail communication, and private label packaging design. Limpens: "Retail design is not a separate role within an organisation. All visible and audible expressions must fit together. The customer should receive the same message and get the same feeling, over and over again. Retail design is a 'Gesamtkunstwerk'." Earlier, he worked for Albert Heijn, among others, where he gave the private label its own identity. Limpens is on the jury of several retail design awards and is a much sought-after speaker in the field of trends, design and retail.


Sally Bendelow, the current creative director, has decided in good consultation to leave HEMA. Over the past two years, Bendelow has made a significant contribution to HEMA's product and packaging design. We would like to thank Sally Bendelow for her excellent work at HEMA and wish her every success.

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